Reconstruction of Enterprise Operational Technology Path: A Study on the Impact of Anta Sports' Collection Speed on Marketing Efficiency

Abstract

This study takes Anta Sports as a case to explore the impact mechanism of collection speed in working capital management on marketing channel efficiency and examines the moderating role of supplier concentration therein. This paper collects data from Anta Sports from 2017 to 2021 and employs descriptive statistics, correlation analysis, and multiple linear regression for empirical testing. The findings reveal that: (1) Collection speed exhibits a significant negative correlation with marketing efficiency (correlation coefficient of -0.6929), with each day's acceleration in collection speed leading to an average increase in marketing efficiency of approximately 1.03 to 1.68 days; (2) Supplier concentration not only directly negatively affects marketing efficiency but also significantly mitigates the negative impact of collection speed on marketing efficiency (moderating effect coefficient of -10.138); (3) Inventory levels have a minimal and insignificant direct impact on marketing efficiency. Conclusion: To enhance marketing efficiency, enterprises should not only focus on inventory management but also strengthen accounts receivable management to accelerate capital collection, while optimizing supplier structures to enhance value chain synergies. This study provides empirical evidence and management insights for sports goods enterprises regarding value chain-based operational technology management.